What do you see when you hear the word "dance"?
Posted: Sat Feb 01, 2025 4:39 am
Maybe a cha-cha, maybe a waltz, maybe a hop-gallop. That word is vague. On the other hand, when I hear "tango," I can more or less imagine what kind of steps it's about (and I imagine Al Pacino in "Scent of a Woman."
Similarly with a tree. One sees a birch, the other a weeping willow. A poplar is a poplar.
What is the difference between tango and dance and a poplar and a tree?
They are specific. Good words conjure up an image in your head. A scene. This allows uk rcs data us to relate to them. Feel something. Understand the context.
Concreteness is one of the most important features of good style. Notice how many great advertising slogans are built on it.
Dissolves in your mouth, not in your hand (not "Dissolve-Proof").
A Thousand Songs in Your Pocket (not an "Extremely Capacious Music Player").
David Ogilvy – one of the fathers of the scientific approach to advertising – was once tasked with creating an ad for the Rolls Royce brand. An ad that would show that it was a luxury car. Ogilvy knew that this was a difficult task.
Saying that something is luxurious explains nothing.
His team couldn't handle it and he had to take care of the matter personally. In search of inspiration, he reached for technical catalogs and there found a sentence that, after slight modifications, became an advertising slogan.
“At 60 miles per hour the loudest sound is the ticking of an electronic clock.”
Similarly with a tree. One sees a birch, the other a weeping willow. A poplar is a poplar.
What is the difference between tango and dance and a poplar and a tree?
They are specific. Good words conjure up an image in your head. A scene. This allows uk rcs data us to relate to them. Feel something. Understand the context.
Concreteness is one of the most important features of good style. Notice how many great advertising slogans are built on it.
Dissolves in your mouth, not in your hand (not "Dissolve-Proof").
A Thousand Songs in Your Pocket (not an "Extremely Capacious Music Player").
David Ogilvy – one of the fathers of the scientific approach to advertising – was once tasked with creating an ad for the Rolls Royce brand. An ad that would show that it was a luxury car. Ogilvy knew that this was a difficult task.
Saying that something is luxurious explains nothing.
His team couldn't handle it and he had to take care of the matter personally. In search of inspiration, he reached for technical catalogs and there found a sentence that, after slight modifications, became an advertising slogan.
“At 60 miles per hour the loudest sound is the ticking of an electronic clock.”